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Principles of Marketing
1. What Is a Product?
2. Product and Service Decisions
3. Branding Strategy: Building Strong
Brands
4. Services Marketing
8-3
What Is a Product?
8-4
What Is a Product?
8-5
What Is a Product?
Experiences represent
what buying the product
or service will do for
the customer
• Disney
• American Girl
• Toys “R” Us
8-6
What Is a Product?
8-8
What Is a Product?
• Consumer products
• Industrial products
8-9
What Is a Product?
8-10
What Is a Product?
• Newspapers
• Candy
• Fast food
8-11
What Is a Product?
8-12
What Is a Product?
8-13
What Is a Product?
8-14
What Is a Product?
8-15
What Is a Product? Additional marketing
offering…
8-18
What Is a Product?
8-19
What Is a Product?
8-20
What Is a Product?
8-21
Product and Service Decisions
• Product attributes
• Branding
• Packaging
• Labeling
• Product support services
8-22
Product and Service Decisions
8-23
Product and Service Decisions
8-29
Product and Service Decisions
8-31
Product and Service Decisions
8-32
Product and Service Decisions
8-33
Product and Service Decisions
8-39
Branding Strategy:
Building Strong Brands
8-42
Branding Strategy: Building Strong
Brands
8-43
Branding Strategy:
Building Strong Brands
8-44
Branding Strategy:
Brand Strategy Decisions
• Brand positioning
• Brand name selection
• Brand sponsorship
• Brand development
8-46
Branding Strategy:
Brand Strategy Decisions
8-47
Branding Strategy:
Brand Strategy Decisions
Desirable qualities
• Suggests benefits and qualities
• Easy to pronounce, recognize, and remember
• Distinctive
• Extendable, allow expansion into other
categories
• Translate easily into foreign language
8-48
Branding Strategy:
Brand Strategy Decisions
8-49
Branding Strategy:
Brand Strategy Decisions
Brand Sponsorship
8-50
Branding Strategy:
Building Strong Brands
(4 )Brand Development
Managing Brands
Requires:
• Continuous brand communication, advertising
• Customer-centered training, brand experience
• Brand audits, strengths and weaknesses
8-54
Services Marketing
• Government
• Private not-for-profit organizations
• Business services
8-55
Services Marketing
8-56
Services Marketing
8-59
Services Marketing
8-60
Services Marketing
8-61
Services Marketing
8-62
Services Marketing
8-63
Services Marketing
8-64
Services Marketing
8-65
Services Marketing
8-66